Mastercard & Stand Up To Cancer
We all have someone whose name comes to mind when we think of cancer.
To honor those people we love, we wanted to transform our iconic annual placard moment at the MLB All-Star Game so that everyone around the country could be part of it.
TV Spot
In years past, Mastercard's Stand Up To Cancer campaign has focused on tapping our cards to raise money for cancer research (with over $70 million donated to date), but this year we wanted to go beyond that, to remind everyone who we tap for:
The people we love.
BTS Crew Interviews
We turned the placard from a static piece of paper into a shareable filter, with users’ stories spreading from social media to real life.
Saks Fifth Avenue even dedicated two of their iconic windows to the cause, along with a dedicated activation inviting shoppers to share who they stand up for.
The results speak for themselves.
Our donation goal was reached 4 weeks ahead of projection.
2.5 million people stood up with us nationwide.
It all culminated on game day, when we brought the first-ever multi-sensory All-Star Game placard to higher ground—literally—above the Hudson River in New York
